Exclusive: Marketing Initiatives & Great Fans Help Brighton Break Records Reveals Barber
By Community | September 21, 2012
Brighton and Hove Albion’s Chief Executive, Paul Barber, believes a mixture of marketing campaigns, the club’s accommodating nature and its tremendous support are the main reasons for the club’s recent success off-the-field.
The Seagulls’ game last Friday was notable for setting a new Amex attendance record, as well a record consumption of food and drink.
Brighton supporters set a club record in terms of total consumption at a single game, smashing previous best and setting the record for the biggest-ever spend per head at any match at the Amex.
Speaking exclusively to iSportconnect, Barber said: “For the tickets, we have around 22,000 season ticket holders, but that still leaves a few thousand match-to-match tickets, so we offer special match packs, where we group games together.
“We use a range of marketing initiatives, including utilising our customer database to send emails, SMS messages to make supporters aware of what is on offer and we also back this up with online and traditional offline advertising and PR.”
Supporters ate 12,000 pies and drank 14,000 pints of beer, and a pre-match meal deal contributed to the highest-ever burger sales at the stadium. Fans were also offered 15 percent off pies after the final whistle.
“Much of it comes down to the products and giving people what they want, the fans love the pies, which are made locally, and supporters also asked us to serve local Harvey’s beer,” added Barber.
“In addition to the product, we also have different offers to entice fans in early or to stay later at the stadium. We also encourage fans to get to the stadium early or remain behind afterwards with club TV content in the concourses – including extended highlights within ten minutes of the final whistle.”
Barber was also keen to praise the support from Albion’s fans.
“To have a record crowd, such a fantastic match and to go top of the table made it one of the most special nights yet at the Amex,” he said.
“The team was superb and thanks to the fans too, who played their part, as ever. They were in great spirit, good voice and impeccably behaved.”
Discuss with Paul Barber about Brighton’s recent successes off the field here>>